Low-Cost carrier Avianca has refreshed its brand identity in a bid to make it more accessible.

The main changes are the name of the airline will be stylised with a lower-case ‘a’ and the strapline ‘El cielo es para todos’ (The sky is for everyone).

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Adrian Neuhauser, CEO noted that it was time to reset the brand.

“The more than 180 days that our planes spent on the ground due to the COVID-19 pandemic were dark days,” he said. “We knew that our airline was at risk of disappearing, as was the connectivity of the countries and regions where we operated and the jobs we generated. But it was also during that time that we saw that it was not only possible but also necessary to achieve a different avianca, one that is more open, closer, more accessible, and with more for everyone. After nearly two years, that new avianca is here.”.

With customary hyperbole, Neuhauser added, “This is perhaps the greatest reinvention of an airline in the history of aviation. That’s why today we say hello to avianca in lowercase and goodbye to the uppercase ‘A’ of the past. This is a brand that honours our history and at the same time represents what we are today, a renewed avianca: friendly, agile, accessible, attentive and cheerful. An avianca that looks you in the eye and calls you by your name. An avianca where everyone is welcome and where the sky belongs to all.”